Manager - Customer Insights & Analytics (2023-Oct to 2024-Nov)

NSW Fair Trading

Sydney

2024 - 2023

Customer Experience & Journey Mapping

• Led customer journey mapping initiative for rental sector, conducting internal and external stakeholder reviews to identify pain points and experience gaps across customer touchpoints and service interactions
• Contributed to customer journey mapping initiatives across home building and consumer goods verticals, supporting stakeholder consultation and experience analysis
• Established CX measurement capability through implementation of Voice of Customer program, creating frameworks integrating quantitative metrics (NPS, satisfaction, complaint resolution time) with qualitative customer feedback for ongoing experience tracking
• Analysed complaint data across consumer goods and services, automotive and tenancy to inform operational service improvements and policy recommendations
• Served as key consultant and partner for whole-of-government brand perception measurement initiative, reviewing brand metrics and implementation approach for NSW Government-wide rollout

Voice of Customer Program Development

• Designed and built Voice of Customer program from zero, integrating administrative data (50,000+ annual complaints across 20-year longitudinal dataset) with Qualtrics survey platform to create direct customer-to-executive feedback mechanism
• Achieved 20% response rate on pilot with tenancy complaint resolutions, delivering real-time customer experience insights through live PowerBI dashboards to executive stakeholders

Research Transformation & Analytics Infrastructure

• Established insights function managing insights team through organisational restructure, responsible for hiring, performance management, and capability development
• Transformed legacy research program into enterprise-grade insights platform, redesigning survey instruments using professional research methodology whilst negotiating stakeholder requirements to balance continuity with analytical enhancements
• Integrated rental bonds administrative data (330,000+ annual records) with redesigned survey responses, enabling longitudinal operational analytics previously impossible under legacy system
• Delivered tenant experience insights informing rental regulation policy discussions, generating 11% response rate on approximately 6,500 weekly survey distributions
• Conducted insights briefings with senior leadership and Commissioner, translating complex customer data into strategic recommendations
• Led cross-divisional data governance initiative incorporating classification structures (ANZSIC, CPC, HS/AHECC) into coding frameworks, ensuring standardisation for analytical comparison across datasets

Analytics Lead, Australia & New Zealand (2022-Dec to 2023-Oct)
Senior Analytics Consultant (2021-Mar to 2022-Dec)

Sydney

2023 - 2021

Marketing Analytics & Strategic Client Insights

• Delivered marketing insights and brand strategy analytics for all major pharmaceutical companies in Australia (including Janssen, AbbVie, Bayer, Boehringer Ingelheim, Novo Nordisk, GSK), informing market access strategies, brand positioning, and competitive intelligence
• Led analytics supporting commercial decision making including market share forecasting, customer segmentation (patient profiles and prescriber preferences), treatment pathway analysis, and brand performance measurement
• Managed $2M annual revenue portfolio with team of 3 direct analysts whilst coordinating workload across 8+ consultants, responsible for strategic resource allocation, project costing, delivery excellence, and operational efficiency

Platform Leadership & Operational Excellence

• Led platform migration for 30+ pharmaceutical clients, coordinating technical, medical, and commercial teams to transition subscription analytics to upgraded reporting infrastructure
• Delivered complete migration one month ahead of deadline, enabling seamless client brand planning cycles and retaining 90% of client base whilst maintaining zero delivery disruptions across hundreds of live client reports
• Redesigned data update workflow reducing complete cycle from 2 weeks to 2 days (40+ hours monthly efficiency gain) through automated validation and exception-based review
• Executed quality assurance protocols for monthly data updates integrating into enterprise-scale healthcare analytics (approximately 30 million new recorded events and 60 million updated events per month into a 20 year+ longitudinal dataset)

Strategic Product Development

• Negotiated data access with Ministry of Health New Zealand, engaging partnerships manager and legal counsel for formalisation, enabling patient-level insights within 6 months through ETL transformation rules and governance frameworks
• Built scalable analytics products by transforming bespoke client solutions into repeatable frameworks, enabling rapid deployment of condition-specific dashboards across multiple clients
• Productised Prescriber Analysis framework from initial ad hoc client request to revenue-generating offering serving multiple pharmaceutical brands

Research Manager (2018-Mar to 2021-Mar)
Higher Duties (2020-Feb to 2020-Nov)

Sydney

2021 - 2018

Brand Strategy & Tracking

• Led marketing research and insights function within Marketing & Communications team, supporting brand strategy, campaign effectiveness measurement, and customer acquisition across 157-campus education network competing against private RTOs and Universities domestically and internationally
• Created, led, and delivered ongoing B2C and B2B brand tracking program measuring conversion funnel (awareness, consideration, first choice conversion), brand perception, and brand equity across target segments
• Conducted competitor analysis through brand tracker and dedicated segmentation qualitative study with students and prospective students (next 12 months), identifying competitive positioning gaps and opportunities
• Designed and implemented leads-to-enrolment tracker understanding motivations for studying, reasons for withdrawal, and competitive consideration set informing retention and acquisition strategies

Campaign Measurement & Marketing Effectiveness

• Measured campaign effectiveness for media (video, web banners, short video) and print (posters, brochures) using before-and-after methodology, assessing call-to-action effectiveness, likeability, reception, new-and-different perception, and pricing acceptance
• Conducted comprehensive catalogue testing (quantitative and qualitative) for international student recruitment, informing content strategy and value proposition messaging
• Measured marketing attribution through Google Analytics website measurement, tracking customer journey touchpoints and conversion paths

Segmentation & Customer Insights

• Developed student segmentation combining attitudinal and transactional data to understand student needs, preferences, and behaviours, informing targeted marketing strategies and course portfolio decisions
• Analysed international student recruitment through agent channel partners (400,000+ annual enrolments), understanding agent needs and motivations to optimise B2B agent marketing approach and B2C student communications
• Conducted reach and cannibalisation analysis optimising course offerings across, balancing competitive positioning with resource constraints to inform marketing strategy and sales resource deployment

Analytics Infrastructure

• Established analytics capability integrating student administration system (900,000+ annual records), call centre data, Google Analytics, and primary research into centralised insights platform
• Delivered bi-annual strategic insights reporting to senior executives informing NSW Government funding allocation and marketing performance assessment
• Collaborated across IT, student sales, digital, accounts, and campaigns teams to establish single source of truth and enable self-service analytics
• Managed research budgets and external suppliers ensuring cost-effective insights delivery and demonstrable ROI

Consultant (2016-Jun to 2017-Nov)

Sydney / Singapore

2017 - 2016

Healthcare Marketing Strategy & Brand Insights

• Designed and managed end-to-end market research projects for pharmaceutical clients, responsible for project costing, pricing, supplier management, and on-time delivery
• Led cross-country market access research including competitor analysis and predicted market share for new drug launches, informing pricing and reimbursement strategy
• Conducted Execution Excellence research assessing sales force effectiveness and brand messaging impact across healthcare professional segments
• Delivered corporate reputation and brand tracking measuring brand health metrics and equity drivers across therapeutic markets
• Conducted physician segmentation research analysing prescribing behaviour, pharmaceutical company preferences, and medical representative support effectiveness
• Designed primary research studies capturing patient and physician perspectives on treatment decisions, brand perceptions, and unmet support needs informing pharmaceutical marketing strategies
• Maintained key client relationships and contributed to business development through insights-driven recommendations on market trends and competitive strategy

Account Manager (2016-Feb to 2016-Jun)
Senior Research Executive (2013-Jun to 2016-Feb)

Ipsos Australia

Sydney

2016 - 2013

Commercial Research & Advanced Analytics

• Managed key client accounts across finance, FMCG, and healthcare industries, responsible for research design proposals, client relationship management, budget accountability, research execution, and delivery across innovation, brand strategy, and commercial insights projects

Brand Health & Equity Measurement

• Designed and delivered brand monitors, brand health tracking, and brand value creator studies measuring brand equity drivers and competitive positioning
• Conducted usage and attitude studies and pricing research informing product positioning and go-to-market strategies

Segmentation & Customer Understanding

• Led behavioural segmentation on purchase occasions identifying distinct shopper segments and purchase drivers
• Conducted qualitative and quantitative segmentation identifying customer needs segments and informing targeted marketing strategies
• Designed online diary studies for FMCG clients capturing real-world product usage contexts and unmet needs

Innovation & Product Testing

• Managed product testing including competitive benchmarking and innovation variants informing product development and positioning
• Led concept testing, pack testing, and NPD research assessing consumer appeal and purchase intent
• Delivered campaign effectiveness studies measuring awareness, message recall, and brand perception shifts

Advanced Analytics Expertise

• Certified in Ipsos proprietary Bayesian analytics platform for Australia and New Zealand (one of 5 certified consultants in ANZ region)
• Delivered customer insights through choice modelling (conjoint analysis, discrete choice), segmentation methods (K-means, random forest), and predictive analytics for brand growth strategies

Project Manager (2011-Oct to 2013-Jun)

INSIDESTORY

Sydney

2013 - 2011

Managed end-to-end research projects for private and public sector clients in regulatory and policy environments

Coordinated eye tracking market research combining pupil dilation, gaze tracking, and conscious response measurement to assess emotional relevance and engagement with visual marketing materials

Supported longitudinal diary studies for logo development and brand identity research, capturing consumer perceptions and emotional responses

Coordinated multi-stakeholder research initiatives and managed external supplier relationships across diverse client requirements

Marketing & Customer Insights

Brand health measurement, brand equity tracking, customer journey mapping, CX measurement frameworks, campaign effectiveness, segmentation (attitudinal and behavioural), competitive analysis, marketing ROI, shopper insights

N/A

N/A

Research Methodologies

Mixed-method research design (qualitative and quantitative integration), brand tracking, survey design, longitudinal studies, choice modelling (conjoint, discrete choice), usage and attitude studies, concept and product testing

N/A

N/A

Data & Analytics Platforms

PowerBI (DAX, Power Query, dashboard development), SQL (data analysis and integration), Snowflake, Databricks, Excel (advanced analytics, VBA), Qualtrics, Google Analytics, SPSS, Q Research Software, Salesforce (CRM)

N/A

N/A

Advanced Analytics Methods

Segmentation (K-means, random forest, cluster analysis), choice modelling, forecasting, statistical testing, experimental design, predictive modelling, demand modelling

N/A

N/A

Masters of Management in Community Management

University of Technology

Sydney

N/A

Postgraduate Diploma Psychology

Murdoch University

Perth

N/A

Bachelor of Arts - Psychology

Macquarie University

Sydney

N/A